Introduction: Recent trends have shown a steady growth regarding environmental concerns along with the pro-environmental attitudes among the consumers, yet a contradicting behaviour is observed in the purchase of environmentally friendly products, giving birth to the phenomena of attitude-behaviour gap. A fair amount of researchers have studied this attitude-behaviour gap over the recent years, investigating this very inconsistency in order to present a solution. This specific study is based on the findings of Davari & Strutton in relation to this attitudebehavior gap, where the researchers presented a simplified model of their study as an effort in overcoming this inconsistency. This specific study is based on the simplified model, where the research unearths the effect of green marketing mix elements on four dimensions of consumerbased brand equity with Swedish Generation Y and clothing fashion industry in perspective. Purpose: The purpose of this study is to explain the impact of green marketing mix elements (product, price, place and promotion) on dimensions of consumer-based brand equity (brand loyalty, brand association, brand trust and perceived brand quality). Methodology: The research is based on quantitative approach designed in respect with the explanatory purpose. A closed-end online questionnaire was designed as the data collection method, resulting in 127 responses. The results were based on the multiple regression analysis, while the validity was tested against pearson's correlation method and reliability was tested through cronbach’s alpha. Conclusion: The study did not measure significant results, where green product stands out as the only element on the green marketing-mix having a positive relationship on one consumerbased brand equity dimension in this case, brand loyalty. Whereas the other elements were concluded as having no significance. Even t

Research report presented to SBL, Unisa, Midrand. / The subject on the role of branding in delivering financial growth has been a debate for most marketers and financial managers. This is because the marketing subject by its nature is intangible and therefore difficult to measure. This misunderstanding has resulted in many authors calling for marketing to be accountable and focus on marketing investments that will deliver long term value for the shareholders. This study explores the role of branding in the South African FMCG industry and three main areas are explored namely whether marketing strategies are focused on increasing sales or future business growth. The second area is whether the inclusion of brand equity measures as part of the financial company reports, will give them the focus that they deserve. Thirdly it explores whether there is a link between brand building initiatives and financial measures. A qualitative research method was used as it gave the researcher an in depth understanding of the role of brand management within the FMCG industry and its impact on financial measures. A total of fifteen employees were interviewed using semi-structured interviews. The findings indicate that companies still focus on measures that drive short term gains instead of long term growth and that brand building activities are compromised by brand harming activities such as regular price cutting. Future research to evaluate the impact of marketing activities that drive short term sales on brand equity and subsequently shareholder value is recommended.

L’objet de cette thèse est d’analyser les caractéristiques et le mode de diffusion du discours RSE , nouveau positionnement éthique des marques. Pour ce faire notre recherche s’est articulée autour d’une enquête ethnosémiotique, déclinée en deux phases : tout d’abord une analyse sémantique de rapports de responsabilité sociale et environnementale (RSE) de trente entreprises à travers la méthode d’analyse cognitivo-discursive puis dans un second temps, des entretiens semi-directifs avec des acteurs professionnels confrontés à ces changements organisationnels. La question principale posée par cette thèse est celle des reconfigurations entrainées par l’intrication sémiotique marque - RSE, nous conduisant par la suite à formuler une théorie de la séméostasie comme décrivant cette faculté d’adaptation sémiotique des organisations face à des facteurs contextuels capables d’altérer leur légitimité. / The purpose of this thesis is to analyze the characteristics and the spreading design of the Corporate and Social Responsibility in Brand strategies. We run this research through a methodology in two steps: first, a semantic analysis of thirty companies’ CSR reports by the Cognitive Discourses analysis and secondly, interviews with professionals facing these organizational changes. The main issue in this work is the semiotic reconfiguration of brands since the emergence of CSR concept. Our conclusions led us to formulate a Semeostasy theory as the description of semiotic adaptability of organizations facing contextual factors that may to affect their legitimacy.

Title: Brand equity of professional sports club Objectives: The Diploma Thesis aims to make a survey of professional sports club brand. This thesis is complemented by specialist studies, interview and by the questionnaire survey. The main task is to determine how fans of football club perceive his brand called brand equity and how the club takes care of brand in relation to their fans. Also we discover any shortcomings at the stadium during a football match. Methods: The research of perception brand equity by fans of football club is made by using a questionnaire. Next method used is the interview, which will be with a marketing director of the club. Its goal is to discover the opinion of the club on the minds of their fans feel. After evaluation of these methods, we performed a confrontation. Results: The outcome of the thesis is to learn about brand equity professional sports club perceived by their fans. Submitted proposals for improving based on the perceived shortcomings of the fans and of the club of trying to achieve better access in relation to their neighborhood and their fans. Keywords: Brand, brand awareness, brand equity, image

Ce travail s’interroge à propos du rôle du concept de « l’expérience de la marque » dans la perception de l’image des marques de luxe auprès d’une cible jeune grand public. Pour ce faire, il mobilise trois domaines majeurs dans le marketing : l’expérience, le luxe et l’image de marque. L’approche expérientielle, peu exploitée dans le domaine du luxe, s’avère concluante. Les résultats permettent de dégager une typologie de l’image spécifique à la marque de luxe démontrant ainsi l’insuffisance des typologies existantes. Ils permettent également de proposer un cadre pour l’expérience de la marque spécifique à la marque de luxe. Ils soulignent par ailleurs le rôle des expériences vécues auprès de la marque comme source majeure d’associations et donc d’imagerie. Sur le plan managérial, cette étude propose une meilleure compréhension de la perception de l’image des marques de luxe auprès de la cible, susceptible d’orienter les stratégies d’entreprises. / Due to its democratization, the luxury sector needs a wider target and allows young to access earlier to luxury brands. According to an experiential approach, this work focuses on the perception of luxury brands image by young consumers from a middle class. The results suggest that brand experiences are a major source of brand associations. The finds also propose a specific typology of luxury brand image and a specific framework for luxury brand experience. Finally, the research gives marketers a better comprehension of the young target in the luxury area.

Syfte Syftet med denna studie är att undersöka hur sponsring påverkar konsumenters uppfattning av ett varumärke. Metod Genom ett deduktivt synsätt har litteratur och vetenskapliga artiklar analyserats för att skapa en översikt av tidigare forskning. Data har samlats in via en enkätundersökning där resultatet har analyserats med hjälp av deskriptiv statistik och faktoranalys. Vidare har en diskussion förts över studiens resultat som har lett fram till studiens slutsats. Slutsats Utifrån studien kan vi fastställa att sponsring har positiv inverkan på konsumenters varumärkesmedvetenhet och varumärkesimage. Publiken under ett sportevenemang har förmågan att igenkänna och skapar en minnesbild av ett varumärke som sedan leder till  en förbättrad varumärkesimage. Sponsringen bidrar till att skapa associationer som är betydande för hur konsumenten vidare värderar relationen till ett varumärke. Uppsatsens bidrag Vårt bidrag till ämnet företagsekonomi och marknadsföring är en ökad förståelse hur sponsring påverkar varumärkeskapital. Vi kan således påvisa att exponering av ett varumärke höjer konsumentens medvetenhet och skapar en positiv image. Vidare bidrag inom ämnet är en ökad insikt hur de olika beståndsdelarna i varumärkesmedvetenhet- och image påverkar varandra. / Aim The purpose of this study is to examine how sponsoring affect consumer’s perception of a brand. Method Through a deductive approach has literature and scientific articles been analyzed to get an overview of previous research. Data were collected through a survey where the results have been analyzed by using descriptive statistics and factor analysis. Furthermore, a discussion has been made overthe results of the study which leads to a conclusion of the study. Conclusions Based on the study, we can determine that the sponsorship has a positive impact on consumer brand awareness and brand image. The audience for a sporting event has the ability to recognize and recall a brand which leads to an improved brand image. The sponsorship will help to create associations that are significant for how the consumer further values the relationship with a brand.

Background: Internet has brought radical changes in the recruitment industry where individuals are increasingly turning to the Internet when seeking jobs. The increased use of e-recruitment is partly because it is considered to be the most effective way to reach the target group of applicants, and partly because of the cost savings and competitive pressure in the market. Therefore, is the brand a crucial factor for online companies such as e-recruitment websites thus having a strong brand can lead to competitive advantage in the market. The role of branding in e-marketing is increasingly getting more important. Previous research has used intention to purchase as an outcome of brand equity. However, this research studies brand equity towards intention to use as most e-recruitment websites offer free services. Purpose: To describe the determinants of brand equity of e-recruitment websites and how they affect individuals’ intention to use such websites. Methodology: A quantitative research was chosen to collect the data using an online questionnaire to be able to describe the variables relationship in this research. Conclusion: The findings of this research suggests that brand equity as a whole increases individuals’ intention to use an e-recruitment website. The determinant of brand equity; brand awareness, perceived quality and brand loyalty gave a positive and significant relationship towards individuals’ intention to use. The findings involving the moderator were found to be significant when using brand equity as whole, while being rejected when involving the determinants of brand equity.

Given the growing number of socially conscious and ethical consumers, brands have been taking a strategic approach to corporate social responsibility (CSR) by integrating socially responsible activities into the brand's core value proposition in order to remain relevant in the marketplace and drive brand equity. Extant research on CSR has investigated its effect on various consumer behavior outcomes. However, from a brand-building perspective, there is still a lack of understanding on how to effectively leverage CSR, and not enough directions on how to overcome its challenges in order to build brand equity. Therefore, through three essays, the objective of this dissertation is to provide a deep understanding of the effect that CSR has on brand equity while revealing brand-building strategies that can be implemented to effectively leverage CSR, specifically within the (1) global, (2) luxury, and (3) co-creation contexts.

Konkurrensen på den svenska arbetsmarknaden om nyexaminerade universitetsstudenter har intensifierats drastiskt under de senaste åren. Svenska arbetsgivare har därför ett svårare arbete framför sig kring att hitta högkvalitativ personal som passar organisationen. Att skapa ett konkurrenskraftigt Employer Brand har därmed blivit ett vitalt mål för organisationer i syfte att attrahera nya arbetstagare. Denna studie syftar till att undersöka hur attraktiva svenska arbetsgivare använder sitt Employer Brand för att attrahera nyexaminerade studenter. Studien har ett deskriptivt syfte och berör strategier kring Employer Branding, Employer Value Proposition och Employer Brand Equity. Studien är deduktiv med kvalitativ ansats. För att uppnå studiens syfte har fallstudier applicerats, där semistrukturerade intervjuer utförts med attraktiva arbetsgivare inom tre olika yrkeskategorier; Ekonomi, Civilingenjör och Juridik. De organisationer som deltog i studien var alla topp-tio placerade på Universums Företagsbarometer. Resultatet visar att organisationer bör forma sitt centrala Employer Value Proposition-erbjudande kring utvecklings- och karriärmöjligheter, spännande arbetsuppgifter och ett gott ledarskap. Studiens resultat visar även att organisationer bör arbeta med Employer Brand Equity i syfte att skapa kännedom och associationer bland studenter. Corporate Social Responsibilities, Corporate Reputation och fysisk närvaro på universitetet är samtliga aktiviteter som används av attraktiva arbetsgivare.

Globalization is here to stay, and with an increasing number of brands deciding to test their fortune abroad, the importance of branding increases alike. The choice of globalizing a brand comes with potential financial benefits but it is not done without considerable effort. According to Kotler and Keller, the choice regarding differentiation to competitors is one of the main factors a brand must consider when expanding abroad (2009). One key factor that determines the level of success of international companies is the amount of brand knowledge (Guedes & da Costa Soares, 2005). Consumer brand knowledge and its importance for financial success has been extensively studied by researchers (Fill & Turnbull, 2016) and it has been found that solid brands continuously outperform their markets (Pirrie, 2006). The purpose of this study was to evaluate whether demographic factors such as age, gender and nationality significantly affect consumer brand knowledge. The chosen brand for the study was Razer that practices a standardized global targeting strategy. Razer is a company that produces gaming equipment for gamers. Gamers constituted the desired sample of the study due to their belonging within the brands target segment. A survey based on and constructed using the “Dimensions of Brand Knowledge” by Keller (1993) was issued online in Sweden and Lithuania on social media within groups that share the common interest of gaming. 540 responses were collected, and 8 hypotheses were tested using SPSS linear regression tests. Findings showed that brand recognition differed in regard to demographic factors of the respondents, supporting H2.  However, the remaining aspects of brand knowledge did not differ regarding the combined demographic factors, therefore, the remaining hypotheses were rejected. These results may aid marketers and scholars in the comprehension of factors that may affect their global marketing efforts within the gaming industry and contribute to the current research done within the field of gaming equipment, which is quite understudied given its economic potential.